Household goods is a highly potential business sector in Vietnam today, with an expected growth rate of 5.15% per year. In particular, the number of people shopping for household goods via TikTok has accounted for 68% of the total number of consumers on the platform. To fully take advantage of this opportunity, household goods brands are actively participating and operating on the platform. However, this has made the household goods industry more competitive than ever. Therefore, to help your business stand out and attract more customers, we will provide 6 steps for optimizing household goods advertising on TikTok in the following article.
Advertising household goods on TikTok: Why not?
Current Shopping Trends
Household goods are essential products for daily life, helping to meet basic human needs such as cooking, washing, cleaning, etc. Moreover, in today’s era, people are increasingly concerned with building a modern, convenient lifestyle. Household goods are one of the key factors in creating this modern lifestyle. Therefore, the demand for household goods shopping is consistently on the rise.
According to Statista’s forecast, the household appliance market in Vietnam is expected to grow at a rate of 5.15% annually (CAGR 2023-2028). This indicates that the demand for household products among Vietnamese consumers is continuing to grow.
According to a survey by Q&Me in September 2023, 41% of consumers shop online on the TikTok platform. Among them, 68% have purchased household goods on TikTok.
According to statistics
According to Metric.vn’s statistics, as of June 2023, the household goods sector was one of the highest revenue-generating categories on TikTok Shop. Specifically, the household goods sector accounted for 13.5% of the total revenue of the platform, equivalent to 2,120 billion VND.
Modern household goods are increasingly equipped with many convenient features that help save time and effort, providing a better user experience. This leads many people to shop for household goods to improve their quality of life. Furthermore, the household goods sector has a large number of popular hashtags with a relatively high view count.
According to a survey by Adobe, 64% of Gen Z and 49% of Millennials use TikTok as a search tool. Therefore, when they need to purchase new household goods, they are likely to go on TikTok to search for and compare products from various sellers.
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6 Steps to Run the Most Effective Household Goods Ads on TikTok
Currently, TikTok is a platform attracting a large number of sellers in the household goods business, leading to intense competition. Therefore, merely having a TikTok account with a high number of followers and interactions is not enough to succeed on this platform. Refer to the following 6 steps to increase your conversion rate and achieve your revenue goals.
Step 1: Define Your Objective
Currently, TikTok offers 3 main types of objectives, including:
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Awareness: This objective is suitable for newly built TikTok channels or businesses looking to increase brand visibility. Your ad will reach the maximum number of your target audience.
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Consideration: This includes objectives like driving traffic to your website/app, increasing views, and gaining followers or channel visits. This campaign goal is appropriate for sellers who want to drive traffic to their website, generate interactions for the campaign, and introduce products/services to TikTok users.
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Conversions: This is the most popular choice, as these campaigns aim to boost business sales. This includes campaigns such as app ads, finding potential customers, website conversions, and product sales.
For each ad campaign, you can choose only one objective. Therefore, to define the objective of your household goods advertising campaign on TikTok, businesses need to carefully consider the following factors:
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Overall Business Goals: Advertising goals are part of the overall business objectives. Therefore, you need to determine the revenue and profit goals within a specific time frame. Based on this overall goal, you will set the appropriate advertising goal that has the potential to achieve the desired effect.
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Business Capability: The campaign’s objective should align with your business’s budget, human resources, etc. If the advertising goal is too high for your business capabilities, it will be challenging to achieve good results. On the other hand, if the goal is too low, the business will not be able to fully utilize its resources. For example, a small business with a limited advertising budget cannot set a goal to increase sales by 100% in one month. This goal is unrealistic since the business will not have enough budget to reach a large number of potential customers.
Step 2: Define Your Target Audience
Identifying the target audience is a crucial step for running effective TikTok ads for household goods. When you understand your customers, you can choose the right type of ad format and create engaging ad content to capture their attention.
In this process, you need to combine existing customer data with insights gathered from observing and analyzing your competitors. Additionally, try to “step into the shoes” of your target audience to analyze and understand them better.
For household goods TikTok channels, the typical target audience for advertising campaigns often has the following characteristics:
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Age: 25-45 years old
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Gender: 70% female, 30% male
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Location: Focus on major cities like Hanoi, Ho Chi Minh City, etc.
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Interests: Enjoy home care, cooking, and modern, comfortable living.
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Behavior: Frequently use social media to update lifestyle trends, home organization, and cooking recipes, and use multiple channels to search and compare products.
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Psychology: Want to improve their quality of life and express themselves through home decor and the use of household goods.
Note: You should adjust the target audience profile according to your specific household product. For example, if you sell smart home products, your target audience could be higher-income individuals interested in quality and brand.
Step 3: Build a Plan and Create Ad Content
After researching and analyzing your target audience, it’s time to invest in the quality of your visuals and ad content. These are the two key factors that will make your household goods ad campaign successful. Specifically, you need to plan content weekly and monthly to ensure regular content deployment, thus achieving the best results.
Visuals
Make sure the format and quality of the images/videos meet the following requirements:
Content
Your video content should not only be creative and unique but also relevant to your target audience and campaign goals. Additionally, ensure the content aligns with TikTok’s platform characteristics and advertising policies:
- The video content should be concise, focusing on the product/service’s standout features.
- The video title should include relevant keywords and grab the viewer’s attention.
- Incorporate humor and entertainment elements to make the ad more memorable and engaging for TikTok users.
- Comply with TikTok’s advertising policies to avoid penalties like interaction throttling or 0 views.
Here are some content ideas for a household goods TikTok channel:
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Product reviews
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Daily life using the product
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Creating scenarios around the product
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Customer feedback
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Participate in TikTok trends or challenges
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Home care tips and hacks
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Collaborating with KOLs and KOCs
>>> Read more: 10 ways to make TikTok advertising videos that attract millions of views
Step 4: Choose the Advertising Format
In Vietnam, TikTok offers advertisers 11 different ad formats. By combining different ad formats with creative, engaging content, your campaign will achieve high brand awareness and conversion rates.
However, if you want to use all the ad formats TikTok offers, you should have a TikTok Ads Agency account, which is granted to media companies and provided to clients.
Here is the advertising solution that TikTok and buybm365 have partnered to provide specifically for the household goods sector. The TikTok advertising campaign includes three stages:
Stage 1: Increase Brand Awareness
In the early phase (1-2 months), businesses should focus on building brand recognition in the minds of consumers. During this period, choose “Awareness” or “Consideration” as your campaign goal to maximize reach on TikTok.
For this stage, use a combination of the following ad formats:
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Top View
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In-feed Ads
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Spark Ads
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Hashtag Challenge
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Branded Effects
Measure effectiveness in this stage using CPM, CPV, and CPC.
Stage 2: Growth and Development
After completing Stage 1, your TikTok channel will have gained a substantial number of loyal followers, with increasing views and interactions. The campaign should now move to the next stage, focusing on increasing brand trust and creating curiosity and excitement around your product.
Use TikTok Pixel to track user behavior and optimize the s.
During this stage, the campaign objectives to consider include “Consideration,” “Lead Generation,” and “Website Conversions.” Combine the following ad formats for this phase:
At this stage, collaborating with KOLs, KOCs, or influencers via TikTok Creator Marketplace is essential, as these videos provide authentic content and build customer trust in your brand.
Measure success using CPC and CPA.
Stage 3: Increase Sales
Stage 3 is crucial for driving business revenue. For household goods ads, actively engage with users and combine the following ad formats:
Focus on posting customer feedback videos or product experience videos with KOLs, KOCs, or influencers to drive purchase actions. Also, consider holding livestream selling sessions to answer customer queries, as livestream shopping on TikTok is growing rapidly in Vietnam.
Measure success using CPC and CPA during this stage.
Step 5: Set Your Budget and Ad Duration
You can choose to run ads indefinitely or set specific start and end dates for the campaign.
Depending on your campaign duration, you can set a daily budget with a minimum spend of 50,000 VND or a total budget with a minimum spend of 700,000 VND.
Note: Avoid setting too low a budget for a campaign that lasts too long, as it could result in inefficient ad performance.
>>> Read more: TikTok advertising costs
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Buybm365 Tips: 6 Effective Tips for Running Household Appliance Ads
Tip 1: Seasonal Products
Depending on the season, certain household appliances are consumed more than usual. You should take advantage of this by selecting seasonal trending products to advertise. For example:
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Spring: Popular products include:
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Washing machines
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Clothes dryers
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Dishwashers
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Home decor items
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Summer: Commonly purchased products include:
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Air conditioners
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Electric fans
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Blenders
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Ice cream makers
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Autumn: Popular products during this season include:
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Ovens
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Baking tools
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Coffee machines
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Dehumidifiers
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Winter: Focus on advertising the following items:
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Heaters
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Hairdryers
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Hotpot cookers
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Electric blankets
Identifying seasonal bestsellers helps businesses leverage consumer demand to boost sales and optimize profits. Here are some ways to find trending products for a specific period:
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Analyze sales data: Businesses can analyze their data to identify products with high sales at specific times of the year.
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Monitor market trends: Stay updated on consumer demand through TikTok keywords, hashtags, etc.
Tip 2: Use a TikTok Agency Account
If your business is looking for an effective advertising solution on TikTok, a TikTok Agency Account is worth considering. This type of account provides multiple features and advantages that enhance ad performance, save time and effort, and increase your reach to target audiences.
Tip 3: Brand Positioning
Brand positioning is the process of establishing and defining your brand in customers’ minds. When your brand identity is clear, you can create ad content that aligns with your positioning. This helps attract customer attention and effectively convey your message. Once customers understand your brand, they tend to remain loyal and purchase more of your products.
To establish brand positioning, businesses need to define their core values—the beliefs and principles that the brand upholds.
Additionally, using consistent tone of voice, content direction, colors, fonts, effects, brand representatives, etc., from the first video will make your brand stand out and differentiate it from competitors.
Tip 4: Engage with Customers
For an advertising campaign to be successful, active engagement with viewers is essential. By responding to comments, answering questions, and hosting contests or mini-games, brands can build strong relationships with customers.
Moreover, through interactions, businesses can better understand customer needs and expectations, enabling them to improve products or services accordingly. Active engagement helps build a positive brand image and drives sales growth.
Tip 5: Leverage Trends
Using trends in household appliance ads can help videos go viral faster and reach a larger audience. Here’s how you can incorporate trends into your advertising strategy:
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Create trend-related ad content: This is the simplest way to leverage trends and attract attention. However, you should choose trends relevant to your product.
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Use trending hashtags: Including trending hashtags in video descriptions or titles can help your ad reach more users.
Tip 6: Livestreaming
Livestreaming is a direct marketing method that allows businesses to interact with customers in real time. In the highly competitive household appliance market, livestreaming is an effective tool for reaching potential customers and boosting sales.
To run successful livestreams, brands should:
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Prepare creative and engaging content. You can learn from competitors or follow trending livestream styles.
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Provide detailed product information and engage with viewers actively by answering questions to leave a good impression.
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Offer exclusive promotions and limited-time discounts to encourage immediate purchases.
>>> Read more: TikTok LIVE Billboard: The Live Streaming Secret Behind Huge Digital Revenue
Important Considerations for Running Household Appliance Ads on TikTok
When advertising household products in the Vietnamese market, keep these key points in mind:
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Vietnamese advertising laws require ads to be in Vietnamese. If using other languages, add Vietnamese subtitles.
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Avoid using product comparison images or unrealistic time-based promises.
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Videos containing sensitive, inappropriate content or false information will be strictly banned.
>>> Read more: TikTok advertising policy for Vietnam market
Conclusion
We hope the tips and guidelines provided in this article will help you run successful household appliance ads with high conversion rates.
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